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Facebook’s video calling Portal devices add WhatsApp login, new features and content

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Facebook is making its line of Portal-branded smart video calling devices more relevant to consumers, including those who don’t even have a Facebook account. The company today says its Portal family of products will now work with just a WhatsApp account, allowing users to make video calls to friends and family, as well as access Portal features like its interactive “Story Time.” In addition, the Portal devices are gaining new AR features, support for Facebook’s Workplace product for businesses and a number of new streaming services, including Amazon Prime Video, FandangoNOW, SlingTV and others.

The company’s original Facebook Portal devices were aimed at helping connect friends and family over video calling devices used in the home. This year, it expanded the line to include a video chat set-top box for TVs, called Portal TV, to give Facebook better traction in the living room.

But video calling alone has not proved to be enough of a selling point for Portal, whose sales are reportedly “very low,” according to supply chain sources. That’s led Facebook to tacking on new features and services that give consumers more of a reason to invite Facebook into their home.

That trend continues today with the notable addition of WhatsApp login.

This feature allows Portal owners to sign in to the device using only their WhatsApp account. They don’t even need a Facebook account at all. This opens up Portal to a potentially larger market, given WhatsApp’s 1.5 billion monthly users, not all of whom also have Facebook accounts.

In addition, Facebook Portal is looking to find traction in businesses by adding support for Facebook Workplace — its corporate version of Facebook that’s used by 3 million paying users, from mostly enterprise-sized businesses. The company announced its plans to launch a Workplace app on Portal earlier this fall, and now it has rolled out.

For fun, Facebook is adding a lip-sync AR app called Mic Drop to Portal TV, which includes songs from the Backstreet Boys, Coldplay, Katy Perry and others. Portal TV is also gaining Photo Booth, which lets you take selfies, photos and videos to share through Messenger.

Across the Portal line, the interactive AR Story Time app is being updated to include new renditions of classics like Little Red Riding Hood and Goldilocks and the Three Bears, plus new tales from Llama LlamaPete the Cat and Otto.

Portal users today will be able to live stream from their device directly to their Facebook Profile via Facebook Live — an obvious addition for a streaming video product like this, and one that could help Portal find customers among the influencer, gamer or vlogger crowd, perhaps.

Facebook’s co-watching feature, Watch Together, is also coming to Portal Mini, Portal and Portal+, so users can view Facebook Watch shows and programs together.

Portal is slowly edging its way into the streaming media player market, as well, with added support for a number of streaming services, including Amazon Prime Video. The company had announced Prime Video was on its way when it debuted new hardware this fall, but the service was not available at launch.

Now, Prime Video is supported in the U.S., U.K., Canada and France, along with the recently added FandangoNOW and Sling TV in the U.S. For music and podcasts, Deezer is also supported, plus Crave in Canada and France Télévisions in France.

The additions make Portal products more than just fancy video chat cameras, but they don’t solve Portal’s larger challenge: that people aren’t comfortable bringing Facebook products into their homes. The company has repeatedly broken trust with its customer base. And while its users may not be able to quit Facebook just yet, they aren’t rushing out to integrate it more deeply in their lives, either.

The addition of Prime Now and other streaming services also places Portal into a different category of devices, where it has to compete with more advanced media players like Apple TV, Amazon’s Fire TV and Fire TV Stick, Chromecast, Roku, Android TV and others. In this market, Portal’s small handful of supported streaming services just isn’t enough to make it a compelling competitor in this race.

But Facebook isn’t giving up on Portal, having launched a huge marketing blitz featuring promotions in ABC TV shows as well as TV commercials starring the likes of Kim Kardashian West, Jennifer Lopez and, lately, the Muppets. According to Kantar, Facebook spent nearly $62.7 million out of $97.3 million on TV advertising in the first half of the year, Variety reported.

Facebook says it’s planning to bring more content and experiences to Portal with future software updates.

TechCrunch

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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